+ Dove Campaign For Real Beauty Presented by Morgan Franke & Bailey Roach + Research Enacted a global study: The Real Truth About Beauty: A Global Report, Dove. Study revealed that only 2% of women around the world genuinely found themselves beautiful. Conducted a phone campaign where viewers of DOVE ads could call in an report whether the models looked “fab” or “fat”. + Objectives Inspire women and society to think differently about what is defined as beautiful. Increase sales of Dove beauty products and new product lines. Drive users to the website to share their thoughts and opinions about the campaign and beauty stereotypes. Create a call to action for consumers to join the movement through website pledge that activate a donation by Dove for selfesteem awareness programs. Public relations campaign. Advertisements Videos Workshops Sleepover Events Book publication Play write + Reasoning Behind Objectives 68% of those surveyed believed media and advertising created unrealistic standards of beauty. Declining Needed sales brand positioning + Programming 2005-started the advertising campaign using 6 real women with real curves 2006-Dove came out with the Evolution video 2006-Created the Dove Self-Esteem Fund 2006-Dove released the Little Girls commercial during the Super Bowl + Programming Continued 2007-Dove launched a campaign aimed at women 50+. 2010-Dove Movement for Self-Esteem + Evaluation 2011-Dove released findings of its global study, The Real Truth About Beauty: Revisited Some of the Dove photo shoot pictures were edited, which seemed contradictory to many people. Some people believed different components of their product line to be contradictory. Many wanted to see a male beauty campaign. Were able to target a wide variety of ages. + Evaluation Continued PR Week’s Consumer Launch Campaign of the Year 2006 PRSA’s Silver Anvil ‘Best of’ Award 2006 Grand EFFIE Award 2006 In the first 6 months of the campaign, sales of the products in the advertisements increased 600% in the USA and Europe Most importantly, they were working to make a difference for the better!